As part of the branding initiative, PrimaLoft is pioneering a customized PrimaLoft Mobile Map Program allowing skiers and boarders an opportunity to download mountain trail maps direct to their smart phones by texting PrimaLoft brand messages to a dedicated phone number.
The campaign is aimed at boosting the Primaloft – Insulation Technology logo among boarders and skiiers from coast to coast and being run in coordination with Sitour USA, which specializes in selling on-site advertising at more than 1,000 ski resorts worldwide. This is the first program of its kind to be unveiled on a national level.
The campaign will also prominently feature the PrimaLoft brand on panoramic trail maps, lodge posters, LED digital screen displays, lift corral displays and on mountain clocks at 36 resorts across the country from Sugarbowl, CA to Sugarbush, VT.
“PrimaLoft insulation is used by the top brands of ski and snowboard apparel and is worn by hundreds of thousands of skiers, boarders, and outdoor enthusiasts worldwide,” said Diane O’Connor, PrimaLoft's marketing communications manager. “Our new on-mountain branding campaign and mobile mapping program will help reinforce the PrimaLoft brand and inform consumers about the technical benefits of wearing PrimaLoft insulation.”
